takumi for brands
TRANSCRIPT
Empowering Everyday Inspiration
Why Influencers?
The Power of Instagram
#powerful #social #trusted #native #cool #measurable
* McKinsey - A new way to measure word-of-mouth marketing
Consumer to consumer word of mouth generates more than twice the sales of paid advertising*
9.7% 4.5%
0 to 1,000 Followers~90% of users
Engagement
1-4k
~6% of users
2.4%4-100k
~3% of users1.7%
100k +
~0.1% of users
Influence ≠ Popularity
Micro influencers have a higher Engagement with their Followers than Celebrities and Stars
Engagement = average % of Followers that interact with a post
Bigger isn’t always better
Source: Takumi analysis of 500,000 Instagram accounts
Stars / Celebrities
Diminished engagement 100k+ Followers
Traditional PR Efforts
TAKUMI
Interest-based following 1-100k Followers
Expensive to engage at scale
Challenges
• Too small to be easily discovered by brands
• Challenge to know how much to charge for campaign
• Difficult to agree price with each influencer separately
• Difficulties with invoicing and getting payments
Historically, tapping into the long tail has been difficult
We have created a platform that provides easy access to micro-influencers to launch large scale word of mouth campaigns.
Discoverand engage Instagramers at scale
• Manage Instagram talent in one place
• Set up campaigns in minutes
• Build a roster of diverse Instagramers
• Repost high quality photography
Have an Impact
Takumi micro-influencers vs Celebrities, StarsCampaign Comparison: Celebrity Agency Star Platform TAKUMI
Budget £10,000 £10,000 £10,000
Reach 1 million 1 million 1 million
CPM £ £10 £10 £10
Influencers 1 5 100+
Engagement 10,000 15,000 30,000
Engagement % 1.0% 1.5% 3%
CPE £ £1.0 £0.67 £0.33
Number of posts 1 5 100+
Price per post £10,000 £2,000 < £100
Time to manage (man hours) 30h 10h 0.5h
Create Target Launch Track Repurpose
Creative brief Influencer profile
Budget
Influencers aligned to your campaign criteria agree to
participate in your campaign
Influencers post on Instagram and
register that post on Takumi
Campaign Process
Review results of your
campaign. Measure engagement and
reach
Repurpose photos and videos from
posts. Message and rate influencers
Targeted
Select your target audience’ interest areas and get Takumi’s 2000+ influencers (avg. 2500 followers) spreading the word about your brand, campaign or event.
• Fashion / beauty
• Food
• Sport
• Art
• Travel
• Media
Choose your audience
Verified human engagement
3-step influencer vetting process
Machine Vetting
New signups are automatically checked by our systems for:
• Spam accounts and images
• Quality engagement rates
Manual Tagging
Our team goes through one account at a time, checking:
• Quality of images
• Portfolio genre
• Account info
• Follower and following count
Manual Verification
Community Managers go through account in detail, checking quality of follower base:
• Ensuring no fake followers
• Blocked those participants in hashtag schemes or low affinity in accounts they follow
• Verifying those who are authentic Instagramers with high-quality content
Rate posts by Instagramers
Control your campaign
Takumi’s rating system serves two important purposes:
• The best influencers are the first to receive campaign notifications in the future
• Lowest rated do not receive campaign notification and are removed from the platform
• The more feedback you give, the better our micro-influencers become
Direct message influencers and foster brand champions
Build Relationships
• No more agency or managerial firewalls
• Get in touch directly with Influencers
• Share feedback
• Create and cultivate relationships with Influencers
Get authentic branded content
Free Creative
Extend your brand or campaign assets: Takumi not only provides unprecedented ROI (engagement per pound spent) but also gives you full rights to download and reuse content on other channels, no additional budget required.
Download
In a nutshell
This is Takumi
Powerful. Micro influencers engage their followers better than celebrities and stars
Convenient. Get easy access to micro-influencers and launch large scale word of mouth campaigns
Targeted. Choose your topics / target audience, we source the right influencers
Vetted. Our team vets influencers and their following according to set criteria such as bot behaviour or fake following
Control. Provide feedback by using our direct messaging and rating features
Effective. Get maximum engagement per pound spent
Creative. Download and repurpose all posts and expand your brand or campaign assets
Long-tail. Foster authentic brand champions across verticals
Brand opportunities on Instagram
Estimated 25m Instagram users worldwide with over 1,000 followers
In 2014 Facebook usage in the UK was down 7% over the previous 12 months, while Instagram had seen an 18% rise in active users over the same time period
82 of the top 100 brands are on Instagram
Instagram is the playground of the young. One 2014 study found that 44% of 18-29 year olds used Instagram in the month of December compared to 23% using Facebook
Instagram users are shoppers. Iconosquare’s 2015 study showed that 70% of the 16,000 participants had already looked for brands on Instagram
Instagram users are engaging with brands at a rate far higher than other social media channels
Using Instagram in concert with other social media channels is incredibly effective. A Mercedes-Benz case study explaining how combining Facebook and Instagram ad campaigns raised site visits by 580%.
